Late 2011: political context...
Danilo Medina’s campaign had started. Had a 3-axis
claim: “Correct what’s wrong”, “Continue what’s
right” and “Do what’s never been done”.
Polls indicated a closed diﬀerence between Danilo
Medina and Hipólito Mejía (his main opponent)1.
Out of a universe of 6.5 million voters, the 18-29
years old segment weighed 27%2.
Social media channels have been used up to that
day as a way of citizen pressure.
La guerra de encuestas
Jóvenes estudiantes decidirán elecciones
ung people into the important
1. Turn yo
lders of the campaign, providing an
they could express their vission
inican Republic they dream of.
of the Dom
2. Raise the level of th
e political debate
romote a culture
r consensus about what the
4. Seek fo
lation thinks needs to be
corrected & continued.
engagement regardless of political
A virtual plataform for citizen
it proposals, vote & comment
affiliation, where people could subm
would become part of the governmen
on them. The most valued ideas
ilo Medina & Margarita Cedeño.
program of Dan
+15 offline seminars
+1000 trained on
how to use the
Most used hashtag on the 2012 presidential campaign
Twitter: 31% growth of followers (from 22.8K to 33K) in 3 months
Facebook: 44% growth of fans (from 130.5K to 233.5K) in 3 months
“Ponte pa’ tu país”
Citizens are politically organizing themselves
through social channels, without parties,
without traditional media.
Innovation = New way of doing politics is
First iniciative, in América Latina y the
Caribbean to allow citizens to submit proposals
to be included in a government program.
Claudia Chez Abreu
Digital Communications Director
Danilo Medina 2012 Presidential Campaign